Aim of the thesis: The aim of this thesis is to describe and gain a deeper understanding of how companies use communication as a tool to overcome the gap between the company and the consumer. The aim is also to clarify some of the factors contributing to this gap.Method: This thesis has been made from a qualitative approach with quantitative influences. The qualitative primary data collection was gathered through six in-depth interviews with companies in Gothenburg either selling organic and fair-trade produced clothes or marketing towards sustainable consumption. The quantitative part consists of a consumer questionnaire given to 100 women in the inner city of Gothenburg. Frame of references: Related researches within the field of the subject are presented in the beginning of this chapter. Further theories presented are the consumer’s awareness and the consumer´s responsiveness to CSR. The consumer buying process connects the consumer to the company and how the company reacts and communicates. Conclusions: The consumer lack adequate information to consume organic and fair-trade clothes. Social Entrepreneurs can help them overcome the issue, but needs to improve their CSR-communication. The gap between the company and the consumer can be describes by factors like supply, labeling, preconceptions, buying behavior and marketing.Keywords: Corporate Social Responsibility (CSR), Organic and Fair-trade clothes, Social entrepreneur.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-8486 |
| Date | January 2010 |
| Creators | Abrahamsson, Marie, Andersson, Jenniann |
| Publisher | Linnéuniversitetet, Ekonomihögskolan, ELNU, Linnéuniversitetet, Ekonomihögskolan, ELNU |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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